Acting on key category insights provided by consumer research and comprehensive market data, Wild West has been refreshed with a new look, new flavours, and new proteins to appeal to the modern snacking consumer. The redesign and a new product range will launch in September 2017.
Wild West Jerky required a refresh to make it more relevant to today’s snacker and to meet changing consumer needs. The new design has strengthened Wild West as the brand for the individual with an active lifestyle and a passion for adventure. Moving away from the typical, traditional brand cues associated with jerky and becoming more sophisticated and contemporary, Wild West takes consumers beyond where jerky has been, and explores exciting flavours as well as new healthier proteins, such as salmon and chicken.
The result is a new, softer texture that still retains the flavour associated with the UK’s # 1 selling beef jerky.
James Newitt, Managing Director of Meatsnacks Group comments, “We recognised the changing needs of our jerky-eating customers and set out to create a taste, texture, look and feel for Wild West that met those needs. With consumers looking for high protein snacks and retailers recognising the potential growth in protein, we resolved to continue to lead and to innovate. The overall protein category is predicted to be worth £225m by 2021*, with snacks a key driver to this growth.”
Meatsnacks Group engaged Pearlfisher, a leading strategic design and branding agency based in the UK, to review its portfolio of products and create a compelling brand proposition for Wild West to attract new consumers and to go beyond the expectations of existing consumers.
New varieties to the Wild West range include: Jalapeno beef jerky, Fajita Spice Chicken Jerky, and two Salmon Jerky flavours: Sea Salt & Black Pepper and Chilli.
The Meatsnacks Group will also be able to offer Wild West Biltong flavours for the first time, in Original and Chilli for retailers that wish to stock just one brand.
*Source: IRI Infoscan 2016
** Source: IRI w/e 18 June 2017